Pengaruh Citra Merek, Kualitas Produk, dan Online Customer Review Terhadap Keputusan Pembelian Produk Maybelline di Shopee (Studi Kasus Mahasiswi Universitas Merdeka Pasuruan) - Anggita, Putri Dila; Vita Fibriyani; Agnes Ratna Pudyaningsih (Cahaya Ilmu Bangsa, 2024)
Abstrak Di Indonesia banyak brand kosmetik yang diminati oleh kaum wanita seperti, Maybelline, Make over, Wardah, Focallure dan masih banyak lagi brand kosmetik lainnya dengan berbagai macam kelebihan yang ditawarkan. Maybeline New York merupakan produk dengan kualitas nomor satu di dunia dan selalu menghadirkan inovasi modern dengan harga terjangkau. Penelitian ini bertujuan untuk mengetahui pengaruh citra merek, kualitas produk dan online customer review terhadap keputusan pembelian produk maybelline di shopee (studi kasus mahasiswi Universitas Merdeka Pasuruan). Pada penelitian ini terdapat 82 sampel mahasiswi Universitas Merdeka Pasuruan. Data yang digunakan merupakan data primer yang diperoleh dari hasil angket kuesioner. Teknik analisis data yang digunakan adalah Analisis Regresi Linier Berganda. Hasil penelitian membuktikan bahwa citra merek berpengaruh signifikan terhadap keputusan pembelian, kualitas produk memiliki pengaruh signifikan terhadap keputusan pembelian, dan online customer review memiliki pengaruh signifikan terhadap keputusan pembelian. Hasil koefisien determinasi menunjukan bahwa citra merek, kualitas produk dan online customer review berkontribusi sebesar 74,3% terhadap keputusan pembelian sisanya 25,7% dipengaruhi oleh faktor lain. Kata Kunci : Citra Merek, Kualitas Produk, online customer review, Keputusan Pembelian Abstract In Indonesia, there are many cosmetic brands that are in demand by women, such as Maybelline, Make over, Wardah, Focallure and many other cosmetic brands with various advantages on offer. Maybeline New York is the number one quality product in the world and always presents modern innovation at affordable prices. This research aims to determine the influence of brand image, product quality and online customer reviews on purchasing decisions for Maybelline products at Shopee (case study of students at Merdeka University, Pasuruan). In this study there were 82 samples of students at Merdeka Pasuruan University. The data used is primary data obtained from the results of a questionnaire. The data analysis techniques used are Multiple Linear Regression Analysis. The research results prove that brand image has a significant influence on purchasing decisions, product quality has a significant influence on purchasing decisions, and online customer reviews have a significant influence on purchasing decisions. The results of the coefficient of determination show that brand image, product quality and online customer reviews contribute 74.3% to purchasing decisions, the remaining 25.7% is influenced by other factors. Keywords: Brand Image, Product Quality, online customer reviews, Purchase Decisions